SLM 4003 Sustainable marketing and communication
SLM 4003 Sustainable marketing and communication
The green shift is in a new phase and new companies are fighting for attention to sustainable alternatives with traditional players. At the same time, technology and changes in media habits affect the buying journey, and influence the questions and feelings the customer accumulates in the various phases leading up to making a decision. It places new demands on marketing that must help consumers in the green shift, by informing, guiding and influencing us to make more sustainable choices. In this course, we go in depth on why communication and marketing play a key role in the green shift, as well as which psychological barriers help to explain why it is so difficult to bring about necessary changes in attitudes and actions.
After completing the course, students should:
have knowledge of marketing sustainable companies, products and services
Be able to identify psychological barriers that help explain why it is so difficult to bring about necessary changes in attitudes and actions.
After completing the course, students should:
plan and implement marketing measures to make sustainability visible in one's own business
• communicate and discuss relevant professional issues of openness and transparency as core values in sustainability communication in order to have an impact on their messages
Climate communication and psychological barriers
Sustainability and brand positioning
Media strategy - communication channels and networks
The course is delivered 100% online and consists of webinars and other digital learning elements, such as teaching recordings, podcasts and video clips.
The bibliography for the course BIK 2950 Sustainability as a competitive advantage can be found here. See also the reading plan in the learning portal and additional information:
In all BI Executive courses and programs, there is a mutual requirement for the student and the course responsible regarding the involvement of the student's experience in the planning and implementation of courses, modules and programmes. This means that the student has the right and duty to get involved with their own knowledge and practice relevance, through the active sharing of their relevant experience and knowledge.
The course is part of the SLM course series, Sustainability as a competitive advantage, which consists of the SLM courses SLM 4001 Sustainability as competitiveness, SLM 4002 Sustainable business models and green innovotions, and SLM 4003 Sustainable marketing and communication. The courses are based on the course BIK 2950 Sustainability as a competitive advantage, 7.5 ECTS. If you have completed three courses from the same SLM course series, and meet the admission requirements for taking an exam at BI, you can take an exam within that course series, which gives a total of 7.5 credits.
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